Meet Oz Sargin | Brand Strategist & Cultural Analyst

We had the good fortune of connecting with Oz Sargin and we’ve shared our conversation below.

Hi Oz, what do you attribute your success to?
The biggest driver of my success as a strategist and cultural writer—one that has earned me multiple awards but also been my greatest challenge—is that it comes naturally to me.

I grew up in a politically tense environment, which meant I learned to read culture the same way some people learn to read a room. As a kid, I’d sit on the school bus blasting heavy metal in my headphones while thinking about government policies. I’d then switch to Backstreet Boys and compare them to the songs of the British boyband Blue. I’ve always had one foot in deep, analytical thinking and the other in whimsical creativity.

I do what I do because I believe how we consume shapes the world. The brands we buy from, the art we engage with, the content we share—it all influences culture, and culture, in turn, influences us. If we change how we consume, we change the world.

Think of culture as a nervous system, constantly reacting and adapting. Trends are its reflexes—quick, automatic responses to what’s happening in the world. Take Brat Summer, for example: a moment that exploded because decentralized subcultures have become a fragmented “choose your own adventure.” People craved something unserious, easy to recreate, and with a low barrier to entry—just messy hair, big sunglasses, and micro-shorts.

Foresight is our coping mechanism—the ability to predict and prepare for what’s coming next. This is why Hyundai and Ford aren’t just making energy-efficient cars; they’re designing engines that can withstand extreme heat, knowing climate change will force us to rethink transportation in ways we haven’t before. And strategy? Strategy is our creative intelligence—it’s how we design the future instead of just reacting to it.

I’ve been telling stories since before I knew how to read or write, and I studied art at Central Saint Martins—so that’s my right brain: creativity, intuition, visual thinking. But I also spent years analyzing how human behavior intersects with market trends, training my left brain: data, structure. I naturally switch between the two, balancing instinct and analysis. But breaking down how I do it? That’s another story.

Maybe that’s because it’s never been a formula—just a way of seeing. My greatest strength is spotting patterns before they emerge, connecting cultural shifts before they become obvious, and grounding corporations in human understanding to drive meaningful change.

But when it comes to strategizing myself? That’s the paradox. I was nurtured into hyper-awareness by the world around me. It wasn’t a choice; it was a necessity, a way of moving through the world that became second nature.

Alright, so let’s move onto what keeps you busy professionally?
As a strategist and cultural analyst, I’m an expert in using what is within control to navigate what is not. That’s also something I’ve had to do personally, as I can’t control the world’s reaction to one thing I have no say over—my national identity.

I’ve worked on three continents and beyond excelling in my field, I’ve also had to battle against a heartbreaking amount of identity-based cynicism. When discussing my contributions to the field and my international recognition, I’ve been asked if I was comfortable working with smart people, and I wonder if everyone gets asked that question. I’ve had my own history explained to me by outsiders. Not just as a young woman, but as a minority, I face a much deeper level of scrutiny. And that experience has led me to embrace curiosity as my most important coping mechanism against cynicism.

I got to where I am today because of curiosity. It’s not just Carrie Bradshaw’s “I couldn’t help but wonder” outdated third wave feminism – it’s a hard skill. The ability to stay curious even when hope is burning low, to keep asking, “What if it all works out? What if I tried this, with whatever is left? What if…?”

With curiosity comes the ability to hold many, many different realities at once. One of my favorite quotes right now is from Tibetan Buddhist master Chögyam Trungpa: “Hold the sadness and pain of samsara in your heart and at the same time the power and vision of the Great Eastern Sun. Then you can make a proper cup of tea.”

How we do one thing is how we do everything. Just as curiosity allows me to navigate complexity in my work, it also shapes how I move through life. I approach challenges with the same openness I bring to ideas, embrace uncertainty as part of discovery, and find meaning in both deep analysis and small, fleeting moments—whether I’m working, playing, resting, drinking tea, or dancing. I take life itself seriously through curiosity, but I try to not take myself too seriously.

Also, yes—I’m good with words and pretty fast. So when asked if I had ever worked with smart people, I had to laugh. To me, the best rooms are the ones where I’m constantly learning and I love it when I’m not the smartest in the room.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were coming to LA, I wouldn’t want them to see the city through a storefront display—the kind that only shows the most polished, curated version of what’s inside. I’d want to take them through the backdoor, into its subcultures. Much like the difference between a Hollywood blockbuster and an international festival film, I’d want them to experience the rawness—the Dutch angles, the grainy texture, the lingering shots that don’t necessarily add to the plot but make you feel something.

Definitely try the bus to see how it’s no biggie, but bring headphones. See live music at the iconic West Hollywood venue, The Viper Room, once owned by Johnny Depp and a stage for legends like Iggy Pop, Courtney Love, and The Strokes. Visit Potluck Stories and jump into an open mic, because you’re in the city of performers, so why not?

Step into a graphic novel store in Los Feliz, Skylight Books; flip through every zine, but make sure to take at least one home. Explore a small K-beauty business in the Koreatown Galleria to see firsthand why they do it better than anyone else.

Don’t overthink taco, just taco.

Try the orange wine at Domain LA, but not too much! Because then you’re going to @DathiitClub’s HIIT class on Saturday at Muscle Beach. Do not expect too much physical activity afterward, though—you’ll feel it.

Go to Hamburger Mary’s in WeHo, but contain your enthusiasm and stay respectful! And bring lots of cash to tip.

Head to Feverfew in Silver Lake for a razor-cut makeover—you can trust them.

While in LA, why not travel? Make a day of it at Glen Ivy Spa and enjoy being reduced to a cozy mammal, like the ones in Japan’s Jigokudani Monkey Park.

Make some noise in the library. Every Thursday at the Central Library, Urban Voices, a music community engagement nonprofit and choir made up of currently and formerly unhoused artists, organizes Neighborhood Sing, an open singing session where everyone is welcome to join in to sing in the library <3

Touch grass! Any hike is a good hike. And if you happen to pick an orange from a neighbor’s tree that’s spilling over onto the street? I won’t tell. Let’s make mezcal negroni.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to dedicate my shoutout to Adam Coleman—an award-winning cinematographer whose storytelling mastery spans commercial, narrative, documentary, and esports productions. From leading Walt Disney Television’s content division to pioneering new techniques in 3D pre-visualization, Adam’s work blends technical innovation with a deep understanding of human emotion. His ability to adapt across genres while staying true to a project’s vision is what makes him exceptional. More than a filmmaker, he’s a collaborator and an innovator whose motto is “let’s make it work.” For that, and for the inspiration he provides, this shoutout is his.

Website: https://readymag.website/u1517169755/5244679/

Instagram: https://www.instagram.com/ozsargin/

Linkedin: https://www.linkedin.com/in/oz-sargin-0216879b/

Other: Substack: https://ozsargin.substack.com/

Image Credits
All images belong to me! Apart from the screenshots of my publications published in Future Laboratory’s foresight platform LSN Global, Canvas8, https://screenshot-media.com, and Polyester Zine’s collages.